Tyler For H&M

THE half-sister of Liv Tyler has been called upon to act as the new face of H&M's Big Is Beautiful range. Mia Tyler , 22, was hailed as New York's answer to Sophie Dahl after her plus-size modelling debut in 1998, and has now been chosen to appear in the company's in-store posters and magazine ads, shot by Sixties supersnapper Bob Richardson (father of Vogue photographer Terry Richardson, who has also shot campaigns for the ever-popular high street chain). "Mia is really great-looking and we haven't used a celebrity for this campaign since Sophie four years ago," says a spokeswoman for H&M. "It is nice to use a familiar face." While their latest model, Mia, prepares to follow her sister's footsteps onto the big screen, with her forthcoming film debut in A Little Bit of Lipstick , H&M is keen to keep its choice for its next mainline campaign (currently starring Helena Christensen and fiancé Norman Reedus ) under wraps. "Our mainline campaigns always feature superstars and this one is no different," goes on our rep, intriguingly. "But we aren't saying anything until the end of the week." Watch this ad space...